The Iroquois chief has asked carmaker Jeep to stop using the Cherokee mark on their SUVs.
The Jeep Grand Cherokee is the bestseller of this American brand, while the Jeep Cherokee is the brand’s third best-selling model.
The American manufacturer recently introduced a redesigned version of the Grand Cherokee vehicle, and the company has been selling SUVs bearing the name of the Native American tribe for some 45 years.
“I think it’s time for both corporations and team sports teams in this country to withdraw from the use of the names, images and mascots of Native Americans that they use for their products and sports competitions. I’m sure they are doing it in good faith on their part, but we are not honored by sticking the name of our tribe on the sides of cars, “said Hoskin Jr., the supreme chief of the Iroquois, in a written statement issued by Car and Driver.
“The names of our cars have been carefully chosen and rooted over the years to pay homage and glory to Native Americans because of their nobility, bravery and pride,” Jeep responded.
“We are more committed than ever to travel and open dialogue with Chief Hoskin,” the US carmaker said in a statement.
For his part, Hoskin said he did not see any arrangement that would be acceptable to him if the Jeep continued to use the tribe’s name on its vehicles.
“It’s one of the most valuable things. It’s part of our identity,” he said in an interview with CNN Business.
Car and Driver This issue was raised after several other companies and sports teams announced changes to their names and logos that exploit ethnic stereotypes when it comes to Native Americans.
Prologue of the summer, Washington Redskinsi The (Reds) have announced that they will give up their previous name and call themselves only the Washington football team. A few months later, the baseball team Klivlend Indijans he also announced that he would change his name.
The Jeep Cherokee was first introduced in 1974, while the more modern-looking Grand Cherokee appeared in 1993.
The Cherokee model changed its name in the United States in 2001, but that name was restored in 2013 on the new generation of this car.
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